The Movember Foundation is the leading global charity raising funds and awareness for crucial men's health issues. During Movember (November), fun (and moustaches) is the 'Trojan horse' that gets people talking, taking action and fundraising. Since 2003 over 5 million people in 21 countries have raised $710M, funding over 1,000 life changing projects.

In 2015, "MOVE", a new way to participate in Movember, was introduced, providing a way to fundraise and at the same time improve their health.

Our objective for this video series, "Mo's of Achievement" was:

Engage our global audience with fun and relevant content;

Recruit new Mo Bros and Mo Sistas to sign up on Movember.com and participate or donate, via inspiration of what a moustache can achieve

"Hero" the moustache, in a year when introducing MOVE could be perceived as a move away from Movember's core fundraising product and brand icon

Show off the power of the Mo (moustache) and capitalize on the amazing accomplishments of men who wear one.

Counter any perception that a moustache is creepy.

Have our community share these videos to back up their pride in their own Movember moustache.

The keystone video was "Mo's of Achievement: Astronauts." This aspirational, irreverent video worked as a tool for our community to share and encourage others to harness the power of the moustache and grow for Movember.

With the theme that the greatest achievements of mankind were accomplished by men with Mo's (moustaches), we created a video series that proved this through fun content, to inspire people to join the Movember movement and grow a Mo for a meaningful cause. To achieve great things with a moustache.

We partnered with Sid Lee, a global creative agency to conceive and create the Mo's of Achievement content series. We asked ourselves who are some of the most influential and greatest achievers in the world. Astronauts! They are space explorers, heroes and put their lives on the line for science. Plus, what occupation always comes up when you ask a kid what he or she wants to be when they grow up? A policeman, fireman, teacher and…astronaut!

An amazing trait that many astronauts share is their moustaches. We thought it was fitting to cast a band of astronauts as well feature multiple famous real astronauts to give off the impression that the moustache empowered them in everything they do.

Leading with the stat that five out of seven astronauts have moustaches, we took a fun spin on the stat with the fact that you are 71% less likely to go to outer space if you don't have one. Our goal was to motivate people to grow a Mo. If all these astronauts have a moustache and can perform such amazing feats, why can't you? We wanted people to think about what they and their Mo could achieve.

With the help of Sid Lee we created 2 other videos and a range of static social media pieces to share across our global social media platforms highlighting inventors, comedic geniuses and cowboys.

The inventor video opens up on what looks like Albert Einstein furiously writing complex math equations on a chalkboard. Then a Mo Fact pops up on screen that states, "With no moustache you are 67% less likely to do something really smart." The Einstein looking character is shown drawing something much less significant than "e=mc2" then turning around with a smile. Surprise, no moustache.

Our comedic genius video shows us a comic who is absolutely bombing on stage. Guess what. He doesn't have a moustache! "With no moustache, you're 60% less likely to be funny." We then showed multiple successful comedians that had moustaches like Charlie Chaplin and Olivier Hardy.

These videos were accompanied by moustachioed fact static images on social media to bring the "Mo's of Achievement" campaign to life in multiple ways.

What made the work unique was:

As a charity, our irreverence is a unique brand attribute. This work exemplified that.

The idea of a moustache empowering men to accomplish great feats is not only unique, it is how Movember has achieved great things since its inception. We are bringing positivity and strength back to the moustache!

The astronaut video was launched in late October 2015 and to date we have almost 11,000 views on our YouTube channel. The video reached over 217,000 people on Facebook, and over 17,000 people on Twitter achieving our goal of promoting awareness for the Movember Foundation. We also shared this video with our global email database audience of over 4.2 million to encourage people to get ready for Movember and spread the word to friends and family.

The Einstein video that prompted people to sign up on Movember.com has 3,500 views on our YouTube channel. This video reached over 176,000 fans on Facebook as well as over 30,000 Twitter followers.

Our Comic Geniuses video has 1,900 views on our YouTube channel, reached well over 122,000 fans on Facebook and 24,000 Twitter impressions.

Images promoting our Mo's of Achievement reached over 153,000 fans on Facebook and over 19,000 Twitter followers.

On social media alone our "Mo's of Achievement" posts reached over 776,000 people generating fantastic buzz and engagement leading up to our biggest month of the year, and elevated the importance of the moustache, which enabled us to introduce MOVE successfully without reducing the importance of growing a moustache for Movember.